My name is Lindi Rigo Mariani and I am the DSD Implementation Manager and Lead Coach for North America. In my six years at Digital Smile Design, I have worked on creating solutions to help doctors and dental teams use DSD effectively. This includes experiences such as DSD Consultancies, Team Co-Grows for DSD Clinic staff and DSD Coordinators Courses.
One key challenge that comes up repeatedly is the struggle to effectively present treatment plan financials. While teams excel at the emotional aspect, they often face difficulties in knowing how to charge for a smile makeover and close these cases.
In this article, I will explain eight important strategies to improve the success rate of case closures.
1. Establish an emotional connection
Successful case acceptance all starts with an emotional connection. The Emotional Presentation is a DSD concept that helps dentists to excel at creating this connection. Delivering an effective Emotional Presentation that shows patients their trial smile for the first time helps to make discussions regarding the financial aspects of treatment considerably less complex.
2. Choose a key player to present the financials
Most DSD Clinics have a designated person in charge of showing treatment costs. This is often the DSD Coordinator, Treatment Coordinator or Office Manager.
While some doctors prefer to handle this themselves, we recommend assigning a dedicated team member for this task. No matter their role, it is important that this person has been part of the patient's journey from the start. They should understand the treatment plan and know the patient's main concerns and objections.
The stronger the connection between the patient and the team member, the easier it will be for them to address questions, handle objections and guide the patient in integrating the treatment into their lives.
3. Present the ideal plan and treatment phases
Simplicity is key when presenting treatment plans; overwhelming patients with numerous options can lead to indecision. Instead, present a single plan that aligns with their needs and is consistent with your philosophy and DSD principles.
As Christian Coachman says, "Let’s give the ideal design a chance." Don't limit yourself to the treatment the patient was initially looking for; consider proposing a comprehensive plan if it serves their overall oral health better.
4. Clarity about the total cost
Begin the financial discussion with a holistic approach to the total cost. Instead of listing expenses, explain that the total amount covers everything in their dental transformation journey. This includes the initial diagnosis, design and final results.
5. Emphasize value
Highlight the value the patient will gain from the treatment package. Reiterate the key points discussed during the treatment plan presentation and use visuals from the DSD Planning Center presentation. Good examples would be the orthodontic movement and the veneers simulation video which shows the benefits of aligning teeth, minimizing prepping and enhancing esthetics with restorations only where needed.
This underscores the value of the dental procedures and increases the patient's willingness to accept the financial terms.
6. Communicate payment flexibility
While presenting the total cost, be ready to discuss various payment options. Emphasize your flexibility in tailoring payment plans to accommodate diverse financial situations, such as staging the treatment and offering outside financing options. This demonstrates your commitment to addressing their concerns.
7. Streamline how you present to the patient
Creating a seamless and professional patient experience is paramount in DSD and also important when presenting treatment plans. Consider these essential practices:
a. Branded presentation
Invest in branded folders or envelopes to house all financial documents. This enhances the visual appeal and emphasizes your commitment to providing a top-notch experience.
b. Advance preparation
Ensure that all financial documents are printed, organized and placed in the branded folder before the patient's appointment. The person responsible for the presentation should organize meeting with the doctor to discuss offerings in a timely manner.
This approach shows that you respect the patient's time and enables the presenting team member to feel more confident and prepared.
c. Thoughtful delivery
During the appointment, provide the patient with copies of all relevant documents. This allows them to review the information at their leisure, ask questions and engage in a meaningful discussion with you.
d. Visual aids
Enhance your financial presentation with visual aids such as pamphlets or brochures explaining proposed treatments, the DSD Coordinator's business card and the next appointment card. Most importantly, print the best mock-up pictures on photo paper and include them in the folder. These visuals simplify complex information and enhance the patient's understanding and confidence in their treatment plan.
8. Follow up with the patient
Patients may need some time to absorb the shared information, consult with family members or sort out their finances. If you don't close a case immediately after the presentation, it doesn't necessarily mean it's lost. Establishing a structured follow-up process after the presentation is crucial.
As a general guideline, aim to be persistent but not pushy, and maintain regular follow-ups via calls, video calls, emails, or even in-person consultations (depending on the patient's preferences). Incorporating Customer Relationship Management (CRM) systems within the practice can significantly streamline this process and enhance the chance of successful case closures.
The value of a smile test drive that is not accepted
Keep in mind that, in certain cases, the timing for treatment may not align with the patient's needs – and this is entirely normal. It doesn't mean you have failed to deliver value or a unique experience.
There are countless success stories from our DSD Clinics which demonstrate that patients who return after some time - whether they are ready to proceed or have yet to undergo treatment - frequently refer other patients to you due to the exceptional experience you consistently provide.
Presenting financials is a team effort
To conclude, it is vital that every team member feels at ease engaging in financial discussions. Financial conversations require a collaborative effort, with each member capable of addressing patient inquiries and offering support. This collaborative approach ensures that patients feel well-informed, cared for and confident in their decision to move forward with the treatment plan.
This topic is one of many covered within the DSD Clinics Certification coaching. This is our personalized implementation coaching program that covers everything you need to know to become a certified DSD Clinic.
Learn strategies to successfully close smile test drive appointments
Patient communication strategies such as these are a hallmark of the DSD workflow. If you’re interested in learning more about this and the rest of the DSD strategies, book your free consultation call to find out the best way for you to get started.
